How to trigger consumers' sight

We taste with our eyes long before we taste with our mouth and this affects our perception of taste. We all eat what we see and sometimes what we see can override what we eat.

Highlights

SIGHT GIVES INFORMATION ABOUT COLOR, FINISHING & SHAPE

SIGHT INTERACTS WITH TASTE

SIGHT GIVES INFORMATION ABOUT TEXTURE

EATING WITH YOUR EYES

‘Don’t judge a book by its cover’, we learned in school. But let’s be honest the way a product looks catches your attention. Uses of unexpected colors and shapes may provoke a purchase, and the combination of unusual colors, shapes and textures can be the key to reviving products to give them new added value.

What about color?

Different colors trigger different flavor projections, linked to different tastes. ‘Yellow’ would taste like lemons or banana and ‘Purple’ would taste like grapes. But what about BLUE?

Sources: Pinterest, Stylus, Super Cute Sweets, C&EN news

WHIMSICAL BLUE, radiating high energy and intensity

Within the realm of edible foodstuffs, BLUE has traditionally been a controversial color choice – it doesn’t automatically evoke the notion of ‘naturalness’ that is important to today’s health-conscious consumer. However, blue-hued tones are now finding an enthusiastic fan base – particularly in the dessert, confectionery and cocktail domains – as futuristic and whimsical concoctions break category conventions and lead to a premium, hedonistic feel.